Central England Co-op undergoes rebrand to become Central Co-op

Central England Co-operative is to undergo a rebrand, changing its name to Central Co-op as it looks to reflect its ongoing development and expansion.

The move, which comes as it approaches £1 billion in sales for the first time, will see new, modern and fresh branding using the International Co-operative Alliance’s global marque as part of its new identity.

Taking place within its ongoing regeneration plan for its over 400 trading sites across funeral homes and food stores, Central Co-op’s rebrand comes alongside its upcoming food store openings in Eastham on 4 November and Sawbridgeworth on 11 November which will be the first to receive the new look.

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“We’re continuing our journey as we set our Society up for future success,” Central Co-op chief executive, Debbie Robinson said.

“We’ve adopted the globally recognised marque of co-operation to show our solidarity with the wider co-operative movement as part of our Society wide rebrand. Key to all of this is a refresh of our identity, we want to be modern, warm, relevant and inclusive so we can welcome the next generation of co-operators to our Society.

“As we look to the future with our purpose in mind of ‘creating a sustainable Society for all’, we continue to invest in our Society and have explored a number of options. Following extensive research with Member and customers we’ve taken the decision to update our identity and name.”

This news comes as Central Co-op is celebrating the festive period with its annual Christmas Toy Appeal campaign by delivering gifts to children in need across Central England and encouraging the public to make donations between 4 November and 2 December.